Examining The Relationship Among Service Quality Marketing Essay

Vietnam ‘s nomadic telecommunication market is one of the fastest turning markets in the universe with nomadic phone endorsers presently estimated at 96.5 million, increasing 80 per centum year-on-year ( GSO, August 2009 ) . With a current population of 87 million, this may look hard to conceive of, nevertheless, more than 50 per centum are inactive histories, and a big proportion of the remainder are endorsers utilizing multiple SIM cards at one time. Up to now, Vietnam has eight Mobile webs, viz. Viettel, MobiFone, VinaPhone, S-Fone, EVN Telecom, Vietnamobile, GTel Mobile and Indochina Telecom, with about 20 prefixes in topographic point. Presently, Viettel is the largest with around 32 million endorsers, followed by MobiFone with over 30 million and VinaPhone with over 20 million.

Operating in today ‘s dynamic environment, the nomadic phone operators face a figure of important challenges. First, as the bulk of Vietnam Mobile endorsers are pre-paid, who are disposed to alter the supplier continuously, retaining bing clients in a preponderantly pre-paid and high buddy market has become more hard and dearly-won. Similarly, new client acquisition is going more elusive than of all time as possible clients have more options to take from and mobile phone operators offer attractive trades to entice chances. Third, as nomadic phone, operators have had to incur extra disbursal in maintaining bing clients and geting new 1s, their mean gross per user has declined, taking to impairment of their fiscal public presentation.

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3.0 Problem statement

In visible radiation of aforesaid challenges, nomadic phone operators find client satisfaction as a strategic precedence in order to accomplish competitory advantage over their rivals. Prior research grounds suggests that client satisfaction has a direct consequence on the fiscal public presentation of a company and satisfied clients have a higher leaning to remain with their bing service supplier than the less satisfied 1s ( Cronnin et al. 2000 ) . Furthermore, satisfied clients are more likely to buy back the services, provide positive word of oral cavity, recommend the service suppliers to others, and eventually stay trueness ( Zeithaml et al. , 1996 ) . Therefore, it is imperative for Vietnamese nomadic phone operators to derive a better apprehension of the relationship between the service related factors, client value, client satisfaction and behaviour purposes of client. This paper will research these relationships.

4.0 Research aims

The intent of this paper is treble:

( 1 ) To analyze the relationship among service quality, client value, client satisfaction, and behaviour purposes of clients for nomadic phone service suppliers in Vietnam market.

( 2 ) To construct a comprehensively incorporate model for service quality, client value, client satisfaction and behaviour purposes of client in Vietnamese nomadic phone service market.

( 3 ) To carry through the demand of the grade of Master Business Administration

5.0 Research questions/hypotheses

Is there any important relationship between service quality dimensions and client value in Vietnam ‘s nomadic phone service market?

Hypothesis 1: Service quality has a significantly positive influence on client value

Is there any important relationship between service quality dimensions and client satisfaction in Vietnam ‘s nomadic phone service market?

Hypothesis 2: Service quality has a significantly positive influence on client satisfaction

Is there any important relationship between client value and client satisfaction in Vietnam ‘s nomadic phone service market?

Hypothesis 3: Customer value has a significantly positive influence on client satisfaction

Is there any relationship between service quality and behavior purposes in Vietnam ‘s nomadic phone service market?

Hypothesis 4: Service quality has a significantly positive influence on behavior purposes of client

Is there any relationship between client value and behaviour purposes in Vietnam ‘s nomadic phone service market?

Hypothesis 5: Customer value has a significantly positive influence on behavior purposes of client

Is there any relationship between client satisfaction and behaviour purposes in Vietnam ‘s nomadic phone service market?

Hypothesis 6: Customer satisfaction has a significantly positive influence on behavior purposes of client

Service Quality

Tangibles

Dependability

Responsiveness

Assurance

Empathy

And

Network facet

Convenience

Customer Value

Customer Satisfaction

Behaviors Purposes

The conceptual frame work research

H1

H2

H5

H6

H3

H4

6.0 Literature reappraisal

6.1 Service quality

6.1.1 Definition of service quality

In the services selling literature service quality is viewed as an overall appraisal of a service by the clients ( Parasuraman, Zeithaml and Berry, 1988 ) . Harmonizing to Parasuraman et Al ( 1988 ) , perceived service quality is defined as “ planetary judgement, or attitude associating to the high quality of the service ” . Service quality is viewed as a map of the differences between client outlook and perceptual experience of the service ( Gronroos, 1984 ; Parasuraman et al. , . 1988, 1991 ) . Lehtinen and Lehtinen ( 1982 ) conceptualized service quality as a three dimensional concept viz. “ physical ” , “ synergistic ” and “ corporate ” . In add-on, the most comprehensive definition of service quality is proposed by Garvin ( 1988 ) , which comprises of eight properties viz. public presentation, characteristics, conformity, dependability, lastingness, aesthetics, serviceableness and clients ‘ perceived quality. However, since this research focuses on Vietnam ‘s nomadic telecommunication market, lastingness and aesthetics may non be relevant. As for property “ public presentation ” , web quality is used ( Wang et al. , 2004 ) . Harmonizing to Yoo and Park ( 2007 ) , service quality is the extent to which a house serves the demands of its clients successfully.

6.1.2 SERVQUAL V SERVPERF

Some past research revealed that service quality is hard to mensurate objectively compared to merchandise quality because the properties of services which are intangible, heterogenous and inseparable ( Aydin and Ozer, 2004 ) . Parasuraman et Al. ( 1988 ) believed that it is valid to mensurate service quality as disconfirmation ( the difference between perceptual experience and outlook ) and it helps service suppliers to place several spreads ( GAP theoretical account ) in the service provided. Parasuraman et al. , ( 1988 ) developed SERVQUAL, which consists of five dimensional of the service quality ( dependability, confidence, tangibles, empathy and reactivity ) , including 22 braces of Likert-type graduated tables. The SERVQUAL theoretical account steps service quality spreads by computation of the differences between clients ‘ outlook and perceptual experience. However, their SERVQUAL graduated table had been criticized by many research workers for its usage of spread tonss, measuring of outlooks, positively and negatively worded points, the generalizability of its dimension ( Cronnin and Taylor, 1992 ; Oliver, 1993 ) .

Cronin and Taylor ( 1992 ) questioned the empirical utility of outlooks, and suggested that the performance-minus-expectations is an in appropriate BASIC for usage in the measuring of service quality ( cf Blery et al. , 2009 ) . Other research workers such as Babakus and Boller, Boulding et Al, Brown, Teas and Patterson and Johnson maintained that the outlook – perceptual experience spread is non appropriate for mensurating service quality ( cf Blery et al. , 2009 ) .With this statement about Parasuraman et Al. ‘s spread theory of service quality, Cronin and Taylor ( 1992 ) developed a “ performance-based ” service quality measuring graduated table called SERVPERF. The major difference between these two graduated tables is that SERVQUAL operationalises service quality by comparing the perceptual experiences of the service received with outlooks, while SERVPERF maintains merely the perceptual experiences of service quality. SERVPERF uses the five dimensions and the 22 points of SERVQUAL but does non integrate outlooks into its measurement graduated table.

Harmonizing to a figure of research workers, the grade of use of a service affect the formation of client outlooks. Customers ‘ outlook for continuously provided services ( such as telephone service ) are inactive and disconfirmation will non run unless service alterations occur that are outside the scope of experience-based norms ( cf Blery et al. , 2009 ) . Harmonizing to Bolton and Drew ( 1991 ) , as telephone service is a uninterrupted service, client responses should be affected merely by public presentation ratings. Hence, in this survey, perceptual experiences alone will be used to mensurate service quality and the SERVPERF will be used.

Service quality in Telecommunication

For service quality measuring in telecommunication ( including fixed line and cellular Mobile services ) , research workers have supported both SERVQUAL every bit good as SERVPERF tools. Some of the cardinal findings in this country are highlighted as following tabular array

Choice Work in Service Quality Measurement in Telecommunication

No

Writer, Year

Field of Study

Key findings

1

Leisen and Vance, 2001

Fixed line telephone services

SERVQUAL instrument seems to be the best fitting theoretical account of service quality in US and Germany. Service quality is of import overall client satisfaction with telephone services

2

Johnson and Sirikit, 2002

Both fixed line and cellular Mobile services

Service quality appraisal utilizing SERVQUAL performed faithfully in the Thai telecommunication services puting

3

Van der Wal, Pampllis and Bond, 2002

Cellular Mobile services

Focused on the client ‘s perceptual experience of service quality. SERVQUAL instrument is dependable for the measuring of service quality in the telecommunication industry of South Africa

4

Wang and Lo, 2002

Cellular Mobile services

Used SEVPERF graduated table for service quality measuring and found that web quality and empathy are the most of import drivers of overall service quality in China ‘s nomadic phone market.

5

Ranaweera and Neely, 2003

Fixed line telephone services

Used SERVPERF with some alterations for service quality measuring. Study revealed that monetary value perceptual experience and indifferent moderated the relationship between service quality and client keeping.

6

Kim, Park and Jeong, 2004

Cellular Mobile services

Service quality has positive impact on client satisfaction. Study revealed that call quality is the most of import issue that impacts client satisfaction for Mobile services

7

Woo and Fock, 1999

Cellular Mobile service

Found four determiners of client satisfaction: transmittal quality, and web coverage, pricing policy, staff competency and client service

8

Lai et al. , 2007

Cellular Mobile service

Used SERVQUAL theoretical account in China ‘s nomadic communicating. Study revealed that service convenience is an of import extra dimension of service quality in China ‘s nomadic services sector

6.2 Customer satisfaction

Consumer satisfaction has long been recognized in selling idea and pattern as a cardinal construct every bit good as an of import end of all concern activities ( Anderson et al. , 1994 ; Yi, 1990 ) .

Harmonizing to the reappraisal conducted by Yi ( 1990 ) , product-level consumer satisfaction can be by and large defined as the consumer ‘s “ response to the satisfaction of the sensed disagreement between some comparings ( e.g. outlooks ) and the sensed public presentation of the merchandise ” as advocated by Parasuraman et Al. ( 1985,1988 ) , Kotler ( 1991 ) ( cf Chan et al. , 2003 ) . Marketing research worker besides distinguish between transaction-specific and cumulative consumer satisfaction ( Andreassen, 2000, Boulding et al. , 1993 ) . Transaction-specific consumer satisfaction is viewed as a post-consumption appraising judgement of a specific purchase juncture ( Oliver, 1980, 1993 ) . In contrast, cumulative client satisfaction refers to an overall rating based on the full purchase and ingestion experiences with a merchandise or services over clip ( Fornell, 1992 ; Anderson et al. , 1994 ) , which is more cardinal and utile than transaction-specific consumer satisfaction particularly in instance of uninterrupted service supplier as the instance in telecommunication. So here, our theoretical model dainties client satisfaction as cumulative.

As for the relationship between service quality and client satisfaction, Oliver ( 1993 ) foremost suggested that service quality would be antecedent to client satisfaction regardless of whether these concepts were measured for a given experience or over clip. Up to now, there are already some other research workers who have found empirical support for the position of point mentioned above ( Anderson and Sullivan, 1993 ; Anderson et al. , 1994 ) , wherein client satisfaction is a effect of service quality.

6.3 Customer Value

Although the significance of client value is widely recognized, the turning organic structure of research about client value is rather disconnected and the definition of client value is divergent. Zeithaml ( 1988 ) see value as the client ‘s overall appraisal of the public-service corporation of a merchandise based on perceptual experience of what is received and what is given. Dodds et Al. ( 1991 ) argue that purchasers ‘ perceptual experience of value represent a tradeoff between the quality or benefits they received in the merchandise relation to the forfeit they perceived by paying the monetary value. Butz and Goodstein ( 1996 ) specify it as emotional bond established between a client and a manufacturer by that provider. Woodruff ( 1997 ) defines it as a client perceived penchant for and rating of those merchandise attributes, attribute public presentations and effects originating from usage that facilitate accomplishing the client ‘s end and intents in usage state of affairs based on client positions on value derived from empirical research into how clients truly think about value. In this survey, we concur the bulk of research workers who define client value in term of get ( benefit ) and give ( forfeit ) constituents.

6.4 Behaviour Purposes

There is turning grounds that client perceptual experience of service quality affects their behavioral purposes. Zeithaml et Al. ( 1996 ) proposed a theoretical account of the behavioral effects of service quality, suggested that perceived service quality was related with positive behavior purposes. Harmonizing to the theoretical account, favorable behavioral purposes can be captured through such steps as redemption purposes, positive word-of-mouth and trueness. It has been suggested that client value leads to favourable behaviour purposes ( Cronin et al. , 1997 ) and client satisfactions drives favorable behaviour purposes excessively ( Anderson and Fornel, 1994 ; Andreassen, 2000 ) .

Linkage between research aims, research inquiries, hypotheses, literature reappraisal and study questionnaires

Research Objective

Research inquiry

Hypothesis

Literature Review

Questionnaires in study ( see appendix )

1. Identifying the relationships among Service quality, client value, client satisfaction and behavior purposes

2. To construct a comprehensively incorporate model for service quality, client value, client satisfaction and behavior purposes of client in Vietnamese nomadic phone service market.

1. Be at that place any important relationship between service quality dimensions and client value in Vietnam ‘s nomadic phone service market?

H1: Service quality has a significantly positive influence on client value

Service quality and client value

Section A ( Service quality ) and Section B ( Customer Value ) Question 1 to 30

2. Be at that place any important relationship between service quality dimensions and client satisfaction in Vietnam ‘s nomadic phone service market?

H2: Service quality has a significantly positive influence on client satisfaction

Service quality and client satisfaction

Section A ( Service quality ) and subdivision C ( Customer satisfaction ) – Q1 to Q28 and Q32 to Q35

3. Is at that place any important relationship between client value and client satisfaction in Vietnam ‘s nomadic phone service market?

H3: Customer value has a significantly positive influence on client satisfaction

Customer value and client satisfaction

Section B and Section C – Question 29 to Q35

4. Be at that place any relationship between service quality and behavior purposes in Vietnam ‘s nomadic phone service market?

H4: Service quality has a significantly positive influence on behavior purposes of client

Service quality and behavior purposes

Section A and Section D ( Behavior purposes ) – Q1 to Q28 and Q36 to Q40

5. Be at that place any relationship between client value and behaviour purposes in Vietnam ‘s nomadic phone service market?

H5: Customer value has a significantly positive influence on behavior purposes of client

Customer value and behavior purposes

Section B and Section D – Q29 to Q31 and Q36 to Q40

6. Be at that place any relationship between client satisfaction and behaviour purposes in Vietnam ‘s nomadic phone service market?

H6: Customer satisfaction has a significantly positive influence on behavior purposes of client

Customer satisfaction and behavior purposes

Section C and Section D – Q32 to Q40

7.0 Significance of the research

This survey will place the relationships among service quality, client value, client satisfaction and client ‘s behaviour purpose in order to construct a comprehensively incorporate model for service quality, client value, client satisfaction and behavior purpose for Vietnam ‘s nomadic phone service market. It will supply Vietnamese mobile phone operators a better apprehension of the relationship between service quality, client valuecustomer satisfactions and behaviour purposes. Understanding these relationships, nomadic phone operators will cognize which factors they should concentrate on to better client satisfaction, and so accomplish client trueness.

8.0 Research methodological analysis and design

8.1 Research design

This paper will be based on tax write-off attack due to some undermentioned grounds. First, the overall jobs in chosen subject are non really new with the universe. There is significant research on nomadic phone service around the universes, from which considerable cognition about nomadic phone services were revealed. Second, there are a few researches on Mobile phone services in Vietnam market. Hence, this research tries to utilize the ascertained cognition of Mobile phone services from other parts of the universe to use in Vietnam market in order to analyze the preciseness and happen out the differences

8.2 Data size and type of trying

In this survey, informations will be collected utilizing on-line consumer study research ( utilizing self-administered questionnaires ) . The population is users of nomadic services suppliers in Vietnam. The study will be conducted among clients utilizing one of the nomadic phone services in Vietnam. The sample frame is people who have entree to the cyberspace. The questionnaires will be translated from English into Vietnamese and will be further refined based on a pre-test among Vietnamese friends remaining in Vietnam through electronic mail in order to do certain there is no ambiguity in the questionnaires. After that, the research worker will utilize Google Docs package to plan the questionnaires, and so the questionnaires will be distributed by directing the questionnaires link to clients through electronic mail. The research worker will direct the questionnaires link to about 400 client electronic mails to derive informations. To mensurate service quality, the SERVPERF theoretical account adjusted by adding two new factors ( web quality and convenience ) will be used. Respondents will be asked to province their degree of understanding with a series of statements utilizing a 5-point Likert graduated table runing from “ strongly differ ” to “ strongly hold ” ( see Appendix Questionnaires ) .

9.0 Proposed method analysis

This survey will take quantitative techniques to analysis informations from study. The information collected are presented in saloon charts, pie charts, figures and tabular arraies. This survey will utilize statistical bundle for the societal scientific disciplines ( SPSS ) for the analysis of the study informations. The information will be analyzed by utilizing research methods included factor analysis, rectification analysis, dependability and cogency testing, one manner assorted ( ANOVA ) and structural equation modeling ( SEM ) .

10.0 Proposed agenda

Week

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

Undertaking Name

Working on Proposal of thesis

( 1 Mar – 5 Mar )

A

Submission of proposal

( 6 Mar – 19 Mar )

A

A

Developing literature reappraisal

( 20 Mar – 16 Apr )

A

A

A

A

Finalise Literature Review

( 17 Apr – 30 Apr )

A

A

A

Working on Research Methodology

( 1 May – 28 May )

A

A

A

A

Undertake informations aggregation

( 17 May – 25 Jun )

A

A

A

A

A

A

Undertake informations analysis and compose up consequences

( 26 Jun – 23 Jul )

A

A

A

A

Finalise thesis

( 24 Jul – 29 Jul )

A

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